| Summary: | 碩士 === 國立成功大學 === 資訊管理研究所 === 100 === With the rise of Social Network Sites (SNSs), more and more users start to use these sites. Facebook has become one of the most popular SNSs among the Internet users. Because of the success of Facebook, many companies start to develop SNS. For them, the critical concern is to increase users’s continued usage. SNSs allow users to express themselves and let them share with people their interests. The more functions that an SNS provides to help users express themselves, the higher the degree of congruence between the site’s image and users’s actual ones. Self congruence means congruent degree between the site's image and uses’s images. The congruence would affect users’s satisfaction after using the sites, resulting in whether they would continue use it or not. Desire congruence means the congruent degree between a product's performance and a user's desire. A number of prior studies also confirm that the desire congruence theory has a better performance on evaluating user satisfaction than that of the expectation disconformation theory.Therefore, desire congruence theory will be used for evaluating users’s satisfaction in this research. In addition to the theory of actual self congruence and ideal self congruence, the research model incldues three quality constructs adopted from DelLone and McLean(2003)’s Information System Success Model in order to to explain and predict users’s continued usage intention of online social network sites.
Research hypotheses proposed in this study were empirically validated based on survey data of 385 SNS users using the structural equation modeling technique. The results indicate that satisfaction is jointly determined by actual self congruence, ideal self congruence, desire congruence of system quality, and desire congruence of service quality. Continued usage intention is determined by satisfaction. The contributions of this study include not only the elimination of the theoretical gaps in prior studies, but it also insightful managerial implications for SNS service providers.
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